analyst keynote: putting customers first requires innovation and identity - paris identity summit...
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Jennifer Belissent, Ph.D.Principal Analyst
15 November 2016
Putting Customers First Requires Innovation and Identity
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Enter The Age Of The Customer
October 2013 “Competitive Strategy In The Age Of The Customer”
• Tesla• Salesforce.com• Facebook• reBuy
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Source: Forrester Business Technographics, Priorities and Journeys, 2016
The Customer Drives Transformation
70% of firms prioritize improving the customer experience
69% of firms prioritize improving products and services
56% of firms prioritize improving their ability to innovate
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Innovation Requires Customer-Centricity
Source: Forrester Business Technographics, Priorities and Journeys, 2016
“Improve our understanding
of customer needs”
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European Companies Must Pay Attention
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Empowered Customers Demand Great Experiences…
Discover Explore Buy
Engage UseAsk
…along the entire customer journey…
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Digital Customer Experience
Digital Operational Excellence
Digital Product Innovation
...But Digital Transformation Happens In Business Silos
CMO, CX Leader, CIO, Sales Leaders
LoB Heads, CIO, Enterprise Architects
Product CTO, R&D Heads, CIO, Partners, Customers
Reshape your business DNA
around the customer
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Knowing Your Customer Isn’t What It Used To Be… Profile management
Ability to manage life cycle of user's identity data including creation, validation, augmentation, maintenance, usage, and end-of-life.
Preference management User-centric controls at an application level to determine how users want to interact with a given product or service.
Privacy management User-centric controls to determine how personal data is collected and used, including opt-out options for marketing emails and sharing attribute data with third parties.
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A Tangled Customer Engagement Network
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Customer Journey Mapping Improves CX› Examine the journey and
analyze touchpoints
› Eliminate unnecessary touchpoints
›Cutting through politics and organizational silos
›Driving business-IT alignment
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Operational Models Must Be Transformed
Employees can come from different groups, have multiple roles across different clusters.
Clusters Speed Decision Cycles
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Differentiate Employee And Customer IAM
Source: Q&A: 10 Questions To Ask Before Deploying Customer Identity And Access Management
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Software enabled products drive sustainable business
Kaeser: Selling compressed air as-a-service
Rolls-Royce: Selling flying hours of aircraft turbines
Kärcher: Selling operational hours of street cleaning
machines
Customer-Centric R&D
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A Proliferation Of Products And Services
Available only in black
Out of 500,000 units only 2 cars are the same
Drivers configure services to meet their needsAnd More Continuous Engagement
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And That Makes Many Uncomfortable…54% of decision-makers are concerned about the potential risks of IoT including…
Source: Forrester’s Business Technographics Global Security Survey, 2016
High level of concern (4,5)
Internal hackersPhysical compromise due to internet of things device failures
IoT device hardeningThird party collection of device usage patterns and data from intelligent devices
Lack of authentication and authorization for access to intelligence devicesFirmware updates
Denial of service attacks to intelligent devicesPrivacy violationsExternal hackers
58%59%60%
63%64%64%66%
69%74%
Base: Decision-makers responsible for security
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Increasing
security and privacy capabilities are the
#1 technology priority
Good CX Requires Security And Privacy
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Sustainable Business Transformation Means…
› Put delivering new customer value at the center of what you do to breakdown the silos – know your customers
› Simplify operations, processes, organization, and technology to be more nimble – cluster your employees
› Offer software-enabling products and services to be a more customer-centric business – deliver contextual relevance
› Balance the need for flexible and agile processes in a dynamic environment with security and privacy – ensure trust
21© 2016 Forrester Research, Inc. Reproduction Prohibited
forrester.com
Thank you
Jennifer Belissent, Ph.D
+33 6 12 67 48 03jbelissent@forrester.com
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